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Demand for Large Turkeys Falls as T-Day Gatherings Get Smaller
USAgNet - 11/24/2020

All summer, Greg Gunthorp slaughtered and froze 15- to 24-pound turkeys on his northeastern Indiana farm for Thanksgiving sales to retailers, restaurants and families across the Midwest. But as surging COVID-19 cases prompted U.S. cities and states to urge Americans to stay home just weeks before the holiday, customers swapped out orders for whole birds for smaller turkey breasts.

Reuters reports that as a last-minute shift toward small-scale celebrations upends demand for the star of Thanksgiving tables, turkey producers and retailers are scrambling to fill orders for lightweight birds and partial cuts.

"It was very stressful," Gunthorp said. "It cut our numbers on being able to fill customer sizes that they wanted for turkeys - way too short."

Gunthorp raised and sold nearly 7,000 pasture-raised turkeys this year, up 75% from a year ago. Restaurants and meat shops in major Midwestern cities, his primary clients, cut orders by 10% to 20%, but Gunthorp has made up the difference by partnering with online retailers, shipping turkeys as far away as Los Angeles.

Suppliers need to be nimble as about half of Americans plan to alter or skip traditional festivities due to local health advisories against big gatherings, according to market research firm Nielson. About 70% are planning a Thanksgiving with fewer than six people, compared with 48% last year.

Demand for smaller birds will trim turkey production to 1.445 billion pounds in the last quarter, down five million pounds from previous expectations, according to a Nov. 17 report from the U.S. Department of Agriculture.

While best known for beef, Nebraska-based Omaha Steaks this year offered 3-pound turkey breasts for the first time to cater to smaller Thanksgiving gatherings, said Nate Rempe, president and chief operating officer. The pre-cooked product sold out online, as some consumers are avoiding grocery stores.

Omaha Steaks also sold out of 10-pound turkeys earlier than usual, Rempe said.


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